This information was announced at the memorandum of understanding signing ceremony on 13/8, between Saigontourist Group, Vietnam Airlines, and Distinction Hotels Group. The cooperation will unfold in phases, starting with market demand research, connecting existing services, and then developing products and coordinating promotion. Alongside increasing passenger traffic, Saigontourist Group and Distinction Hotels Group will exchange hotel management expertise, train human resources, and foster sustainable tourism.

Connecting services for two-way travel

According to Stats NZ data, 2025 is projected to see approximately 36,000 New Zealand residents returning after short trips with Vietnam as their primary destination. This marks a 25.5% increase compared to the nearly 28,700 recorded in 2024. This figure also surpasses the 28,100 recorded in 2019, prior to the pandemic. The data accounts for movements by New Zealand residents.

Conversely, New Zealand recorded 7,653 visitors residing in Vietnam in 2025, compared to 7,934 in 2024 and over 9,000 in 2019. These figures indicate that the volume of visitors from Vietnam to New Zealand remains relatively small, presenting opportunities for businesses to develop more products and stimulate demand.

Based on this reality, the three entities are connecting services to create seamless journeys for tourists: Vietnam Airlines handles air transportation; Distinction Hotels Group provides its accommodation network in New Zealand; and Saigontourist Group contributes its system of travel agencies, hotels, and tourism services in Vietnam.

Representatives of the three companies at the strategic cooperation signing ceremony in New Zealand, on 13/8. Photo: Saigontourist Group

The integration of these three systems is expected to provide a foundation for the parties to research combined products featuring flights, accommodation, and tour programs. For New Zealand visitors, flights can be linked with accommodation, travel services, and experiences in Vietnam. For Vietnamese visitors, access to journeys exploring the "land of the kiwi" can combine flights with the local partner's hotel network.

Once suitable products are identified, the three parties will jointly market them through various media channels and existing customer bases. Promotional activities will be tailored to the characteristics of each market, aiming to broaden customer reach and increase tourism exchange between the two nations.

Exchanging operational experience

Beyond developing two-way visitor traffic, the cooperation agreement also extends to hotel management and operations. Saigontourist Group and Distinction Hotels Group plan to establish professional exchange and training programs for management teams and personnel in the hotel and tourism sectors.

Distinction Hotels Group is a 100% New Zealand-owned and operated hotel group with over 30 years of experience. Starting with its first hotel in Te Anau, the company now operates 16 hotels in 11 areas across both the North and South Islands, offering accommodation ranging from 3 to 4.5 stars.

With its accommodation network across many New Zealand destinations, the group will share its expertise in hotel management, service organization, and product development. Sustainable tourism is also a key area of exchange, focusing on researching models that can be adapted to the specific conditions of each market.

A group of New Zealand tourists taking souvenir photos in front of the City Post Office. Photo: Saigontourist Group

Conversely, Saigontourist Group can share its experience in developing a comprehensive ecosystem that includes hotels, cuisine, travel, and MICE (meetings, incentives, conferences, and exhibitions) services in Vietnam. These programs will not only focus on management levels but also aim to train and enhance the skills of frontline service personnel.

Nguyen Thi Anh Hoa, Chairwoman of Saigontourist Group's Members' Council, stated that the company expects the connection between the three entities to create a complementary value chain. By participating in a shared ecosystem rather than providing individual services, the parties will be better positioned to develop products that closely meet the actual demands of each market.

Expanding New Zealand market exploitation

New Zealand is identified by Saigontourist Group as a market with significant potential for two-way visitor growth. Data from the National Tourism Administration of Vietnam shows that the trend of visitors from New Zealand to Vietnam continues to rise this year. In just the first 6 months, Vietnam welcomed 33,706 New Zealand visitors, an increase of 22.6% compared to the same period last year. The tourism authority also categorizes New Zealand, along with Australia, North America, and Europe, as long-haul markets with potential for further development.

Previously, the National Tourism Administration of Vietnam reported that the country received nearly 34,000 New Zealand visitors in 2023, equivalent to 72% of the pre-pandemic level of 47,100. The agency organized a tourism promotion program in Auckland in September 2024 to enhance connections with the New Zealand market.

Amidst increasing visitor numbers, having a destination partner provides Saigontourist Group with a stronger basis to research demand, adjust programs, and expand tour routes. Distinction Hotels Group's network across 11 areas on both the North and South Islands also facilitates the creation of itineraries spanning multiple destinations for Vietnamese visitors.

New Zealand tourists listening to a presentation about an ancient Vietnamese house during a tour. Photo: Saigontourist Group

For the New Zealand - Vietnam route, Saigontourist Group's system of hotels, resorts, restaurants, and travel services can be integrated into itineraries catering to various needs, from leisure and cultural exploration to culinary experiences and MICE. The cooperation in New Zealand also aligns with the company's strategy to expand its partner network in Oceania.

Thy An